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This item is available under a Creative Commons License for non-commercial use only


Sociology, Social topics, Social sciences


The primary objective of this research was to investigate the selection process used by consumers when choosing a restaurant to dine. The findings of the research displayed a preference by Dublin consumers for Italian and Chinese styled restaurants and identified quality of the food, type of food, cleanliness of the restaurant, its location and reputation were the key decision variables/attributes used by consumers to select restaurants. The study also established that the importance of the attributes changed, depending on the consumers age, prior experience, their mood and the occasion involved.

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